He's very clear in shareholder calls / letters and in their privacy policy. So much so that he even calls out the competition[1] for doing it as Apple does not. From an economics standpoint, Apple doesn't make money on your data. They sell you overpriced but quite sophisticated hardware and became one of the most valuable companies in the world doing this. That and he advocates for a US equivalent of the GPDR[2] which absolutely and directly would impact the bottom line of companies like Google and Facebook.
Then there is Apple's official privacy policy, where they are very explicit that they don't gather personal information to sell to advertisers. In much of the non-US world, saying that and not following that is blatantly illegal.
[1] http://time.com/5433499/tim-cook-apple-data-privacy/
[2] https://www.theverge.com/2018/10/24/18017842/tim-cook-data-p...
...but is also more than happy to meet and shake hands with the leaders of those repressive regimes? Like the UAE, which criminalizes sodomy and deports those who identify as LGBT?
https://www.thenational.ae/uae/government/abu-dhabi-crown-pr...
Is it possible Apple, like Tim Cook, has the occasional double standard?
He can't change the government of the UAE.
He can change Apple's security and privacy priorities.
This must blow your mind: https://www.google.com/imgres?imgurl=https%3A%2F%2Fnyoobserv...
The reply would have been better without the first paragraph.
Regardless, Apple do collect lot of personal data. And even if they don't sell it or use it for marketing now, they could still potentially lose control of it, or change their policies down the road.
The safest approach from a privacy perspective is not to collect the data in the first place.
I believe the point was that he was advocating for a cause which doesn't benefit him or directly affect him. I think it's a valid point: it's easy to fight for things that benefit you. It's like you'd be less skeptical if a rich person fights for higher taxes on the rich than when a poor person does.
I know most people don't pay them any attention but I'm really not sure you could find a more customer-focused privacy policy. I've yet to find one and I would guess I've read at least 10x as many privacy policies as the average person. Everything from what their disclosures say to how they've structured them to be easily read, easily understood, and (dare I say) engaging is indicative of just how much they prioritize user-privacy.
edit: meant non medical
Still, good point!
You can just say gay.
-- Signed, The Gays
-- Signed, totally a friend of the Gays
If that's the same philosophy now, Apple is definitely better than Google in terms of privacy.
Full disclosure: I own an Android device and no Apple product except an iPod from 2009 or so.
NSA can't change the fundamental laws of the universe. While cryptology and mathematics is constantly advancing, there hasn't been a fundamental breakage of a block cipher in ages, nor has any evidence emerged to suggest the fundamentals of RSA will be broken.
Computing power alone isn't enough to break todays strong cryptography, and its certainly possible that the underlying math is a constant of the universe.
Edit: Not to mention the snowden leaks suggests that the NSA spends most of their effort subverting implementations rather than the fundamental mathematics.
Google are an advertising company. The overwhelming majority of their revenue is from targeted advertising. Their ability to harvest user data is the primary factor affecting their bottom line.
For Apple, privacy is a no-brainer. It doesn't harm either of their primary revenue streams and it gives them a substantial point of differentiation against their main competitor. Apple have an ongoing commercial imperative to improve the privacy of their products and services; Google have an ongoing commercial imperative to the contrary.
Maybe it's all for show, but they seem to take privacy seriously.